Trust is personal, not institutional: Why Gen Z wants advice with a face, not a logo
"I trust my podcast host more than a brand ad."
If you’re under 35, chances are you’ve Googled a money question and ended up on a TikTok or a podcast, not a life insurance website. And you’re not alone.
According to insights shared at CALI’s Wild for Life 2025 conference, Gen Z and Gen Alpha are far more likely to trust a person over a brand—especially when it comes to financial advice.
“It’s very easy for Gen Z and Alphas to build trust with an individual—especially with online influencers because they’re independent from the brand.”
And no, it’s not just about hype. It’s about access and authenticity.
The era of trusted recommendations
Let’s be real: if you're looking for advice on trauma insurance or how to protect your income, you're probably not starting with a corporate website. You're looking for real talk, someone who gets it.
That’s exactly why younger Aussies are turning to trusted recommendations—from podcasts, creators, or mates who’ve "been there, done that".
Azaria Bell shared how one big insurer sponsored a financial advice podcast, and the results? Clients started asking for quotes from that brand. Not because of a flashy ad—but because of who delivered the message.
"They trusted the insurer because it was endorsed by a person they’d been watching in a podcast for a number of years."
Gen Z are watching who you align with. And they’re loyal to the people they trust—not necessarily the logo they’re wearing.
Human-first advice > brand-first ads
There’s a reason the "influencer economy" is valued at over $24 billion globally. But in the insurance world, influence isn't about aspirational selfies. It's about relatability and lived experience.
Social media doesn’t just entertain—it educates. And when it comes to learning about income protection, trauma insurance, or managing money through a crisis, Gen Z doesn’t want a sales pitch. They want someone who’s done the research and lived the consequences.
“They learn a lot about personal finance through influencers or content creators, and then they reach out to an adviser for more.”
It’s the digital equivalent of having a mate point you in the right direction—then calling the expert to sort the details.
Convenience is queen
Here’s another thing: Gen Z expects advice to be just as smooth as ordering Uber Eats.
That means:
Being able to log in and make changes
No clunky onboarding
No playing phone tag for three weeks
“When we are engaged, we need to do it in a digital and seamless way.”
Gen Z isn’t scared of insurance. They’re just allergic to outdated processes. If they can apply for a home loan in an app, they should be able to update their life insurance policy the same way.
What this means for insurers and advisers
If you’re trying to reach younger Australians, it’s time to stop thinking like a brand and start acting like a person. The research shows:
Gen Z wants real, transparent advice
They follow values, not logos
Trust is built through education, not promotion
Influencer partnerships matter (when they’re authentic)
That’s why at Skye, we do things differently. We believe your financial adviser should be someone who makes you feel seen, not someone who sells you a PDF full of jargon.
And if your insurance feels like it was made for your dad’s generation, let’s have a chat.
“If you have an influencer who has 500,000 followers, sometimes that is more influential than the social media accounts of insurance groups with a few thousand followers.”
Build trust, not just traffic
For the next gen, trust doesn’t start with a handshake in a boardroom. It starts with a DM, a podcast episode, or a creator explaining how their trauma insurance claim changed their life.
So whether you’re buying cover or helping someone else do it, remember: trust is personal.